JoCarole : Hello and welcome to our November Chat Event! I want to thank everyone for taking the time to attend because I know you all have a very busy schedule. It is my pleasure to introduce Craig Cannings, Co-Founder of VAClassrooms. http://www.vaclassroom.com. The topic for tonight’s Chat will be ‘Boost Your Income and Client Opportunities by Becoming a Product Launch Manager!’

JoCarole : Craig Cannings has worked as an Internet Marketing Consultant, Blogger and Online Trainer since 2003. With his combined passion and years of experience in e-learning and Internet Marketing Craig co-founded VAClassroom.com, an online training center providing “in-demand” training opportunities for Virtual Assistants and other online professionals in the areas of Internet Marketing, Social Media & Copywriting.

JoCarole : For a complete list of online courses provided by VAClassroom.com visit http://vaclassroom.com.

JoCarole : Craig says, “Information Product Marketing is one of the fastest growing industries on the Web today and many small businesses need skilled Virtual Assistants to help them manage the many pre-launch, launch, and post-launch activities associated with their web products. This is a very profitable niche to tap into as we head into 2010”. As businesses across all industries function more and more in an online environment, the demand for expert assistance at managing online product launches also increases. Because Virtual Assistants are skilled at servicing and supporting businesses, entrepreneurs, and startups via the internet, a VA is the perfect collaborative partner to help support online product launches.



JoCarole : Thank you again for attending and now PLEASE WELCOME CRAIG CANNINGS OF VA CLASSROOM!

Craig Cannings : Hi Everyone - a pleasure to be here again and talk to you about a topic that is "near and dear" to my heart Tonight, we are going to talk about the wonderful world of online product launches and the crucial role you can play for many of your clients. Let me start with a question....How many of you have been involved at some level with yours or your client's product launches - comments?

StephanieP : I have had no experience at all

ChristinaVOS : I'm getting ready to launch a product line with another va

D_Victoria_Virtual_Assistance : Some experience

KMG Solutions : no experience

Shaheda : none here

mhoyte : none

DebbieFAW : A friend of mine went through her own product launch, so I have an idea of how much work it is

Your Virtual Wizard : Some experience, would love more

Robin : No experience here either.

Seaboard Consulting : I helped a client launch 2 products and we have a huge one to launch Jan. 1

Craig Cannings : Nice - okay, well one of the main objectives for us at VAClassroom is to identify hot new niche training opportunities that will help the VA community to increase their client and income opps..

Craig Cannings : A Product Launch Manager OR Product Launch VA is quickly becoming a HOT niche

Craig Cannings : As you all know, we have been experience a recession of sorts over the past year or so..When countries experience economic declines, something interesting happens in the business world - any ideas?

DebbieFAW : People become more creative? They want to learn how to improve their situation?

Craig Cannings : any thoughts? I want to interact with you as much as possible during this call, especially for those of you getting sleepy on the east coast

Robin : Yes, Craig, they lay off their full time employees, cut benefits, etc.

KMG Solutions : need to be more creative on promoting their products?

Your Virtual Wizard : Well, a number of things happen...can you be more specific?

StephanieP : It's the time for outsourcing which could be good for small businesses?

Seaboard Consulting : Do a lot more outsourcing for sure

Craig Cannings : Yes, you are right on!

walkerva : They innovate.

StephanieP : Also, I think that industries change and people start thinking of changing careers

Craig Cannings : During economic declines, Innovation flourishes!!

e-IndyOffice : I know many people who have reinvented their careers

Craig Cannings : We are seeing more small businesses emerging with great new online products of all shapes and sizes (training course, ebooks, software, digital products, web applications etc...)

Craig Cannings : So, 2009 has been a big growth year for small businesses creating web products...

Craig Cannings : Now, what do you think is the main stumbling block for many of these new businesses seeking to launch their products?

jlanham : Exposure

Robin : Marketing?

Craig Cannings : Yes, Marketing and Exposure - great answers

At Your Virtual Door : Lack of marketing skills/resources

Craig Cannings : right now

Craig Cannings : right on

ladydianab : No, but I am certainly open to it.

Craig Cannings : Here is the main point....

Seaboard Consulting : knowing how & where to market has been a big problem

mhoyte : Budget constraints

Craig Cannings : Businesses lack the success steps to effectively launching a product online, so unfortunately many never hit the mark, due to limited exposure and mediocre marketing activities

Robin : I would agree.

Craig Cannings : So, this is where Product Launch VAs can play a bigger game with their clients - that is the focus of our session tonight!

Craig Cannings : So, question for you...

Craig Cannings : What is the main thing that creates buzz and anticipation for new movies?

walkerva : trailers

At Your Virtual Door : Trailers,

Craig Cannings : Bingo - trailers, preview etc...

Craig Cannings : In my web career since 2002, I have been apart of about 15+ major product launches

Craig Cannings : In the first 10, there was a major missing element that seriously affected our ability to quickly gain exposure and results for our products - any ideas?

KMG Solutions : Video

At Your Virtual Door : a buzz

MIM Enterprises : willing customers - many are locked into specific marketing ideas and ways of doing things

Craig Cannings : Video - yes, can be a great part of the launch....But the buzz start with the.....

Your Virtual Wizard : social networking venues not available at that time?

Craig Cannings : PRE-LAUNCH

Robin : Keeping your product idea out there and marketing to the right people?

Craig Cannings : This sounds simplistic, but you would be surprise with how many companies launch a product with little to no pre-launch activities

Your Virtual Wizard : interesting...

MIM Enterprises : do you mean surveys, polls, and the like?

Robin : Creating a BUZZ...

At Your Virtual Door : I suppose you have to tickle the waters so to speak, check if theres an interest and where

Your Virtual Wizard : you mean generating the hype before a product launches and doing that to the right market?

Craig Cannings : sorry, just got booted out - I am back

Craig Cannings : Exactly, but there is a "pre-launch" formual I am going to unpack for you tonight

Craig Cannings : Esssentially, all good product launches have three phases - pre-launch, launch and post launch re-launch activities - if done right, the results can be amazing

Craig Cannings : Let's focus on the pre-launch tonight as it is SO important

Seaboard Consulting : We launched new fishing tools and the first thing we did was send free samples to boat captains for some advice, this helped a lot.

Craig Cannings : In fact, for many of our new live courses we launch, we can sell out the seats in just a couple days due in part to a calculate buzz-building pre-launch

Craig Cannings : So, let me break it down for you and then discuss some of the implementation tasks you can do for your clients during this process

Craig Cannings : let's first talk about the "heart and soul" of any product launch, where it be a new book, software, training series, web appp...

Craig Cannings : The Squeeze Page (AKA - Lead Capture Page)

Craig Cannings : The Squeeze Page is an opportunity to connect with your target audience and serves a number of purposes. Build a targeted email list, create a rapport with target audience, build credibility. Share high quality content, which might include a sneak preview of your product. This is your opportunity to answer the WIIFM question "What's in it for me"?

Craig Cannings : So, as I go through a pre-launch, I am going to include a number different services and task you can take on for your clients

KMG Solutions : People won't share their contact info unless they're getting something for it.

Craig Cannings : You see, Product launches can be an exhilerating and highly stressful and overwhelming experience and your clients NEED HELP. In my last 4-5 product launches, I have enlisted a Product Launch VA who has helped me more than she can know

Craig Cannings : So, Service #1

MIM Enterprises : this sounds very interesting

Craig Cannings : Project Manager for Pre-launch Activities, starting with the squeeze page

Craig Cannings : Your client essentially needs someone to quarterback the pre-launch campaign to ensure that all the design, content and marketing elements are in place. That does NOT mean that you will do these, but rather be the point person for other outsourced contractors

Craig Cannings : So, let's talk about the squeeze page....

KMG Solutions : is a squeeze page usually only 1 page?

Craig Cannings : Yes, a SP (Squeeze Page) is always typically 1 page....

Craig Cannings : Did you know that 60% of search traffic hitting a page leave within 5 seconds

Robin : I would believe it, I just did it

Craig Cannings : So you have two options.... Try to convert the 40% that stick around a little longer or add some interesting elements to draw that 60%

Craig Cannings : Here are the elements...

Craig Cannings : 1. Compelling Headline (Has to answer the WIIFM question)

Craig Cannings : The headline should be clear, speak and sell the benefit....

Craig Cannings : For example:

Craig Cannings : Discover 10 quick and easy ways to train for a half-marathon in less than 30 days..

Craig Cannings : You might be saying "Whatever"..... I am not into running, but keep in mind, the marketing activities, will be targeting Fitness social networks, Facebook fitness groups etc...

Craig Cannings : So, headline must draw them to read on, or game over - lost in cyberspace

Craig Cannings : #2 - Integration of Audio or Video

Robin : So would you use this element to market let's say an e-book?

Craig Cannings : Text is a good medium, but statistics show that it is simply not as compelling as a video or even an audio clip

Craig Cannings : ebook - exactly!!

Robin : Wonderful!

[Continued in next post...]

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Craig Cannings : Let's say that "marathon" example is leading up to the launch of a $39 ebook, but I am going to start with a pre-launch, give away some fabulous content, build my list and loads of credibility, then prepare them for the launch..

At Your Virtual Door : So lthough we will be te "quarterback" for tis process we tll need t unerstand the process

Craig Cannings : so with all my pre-launches, I do a video - either talking head or screencast demo of some sort

Craig Cannings : The reason I have gone this route comes down to conversions - they simply convert better. When we do video pre-launch pages, we convert at about 20-25% - 1 in 4 optin to receive more information

Craig Cannings : Element #3

Craig Cannings : Bulleted features and benefits

Craig Cannings : Do not use heavy text in a pre-launch - run the risk of losing someone

Craig Cannings : give them quick points on what they will receive by optin into receive this white paper, special report, tips series, video series, podcast etc....

Craig Cannings : I typically will also bold parts of the text that are the MOST important - as internet surfers are by nature skimmers and scanners -they don't read content all the way through

Craig Cannings : Element #4 - Great incentives and bonuses

Craig Cannings : If you are running a preview call for an upcoming launch, then it is imperative to give away a special bonus in addition to the call

Robin : When you say don't use heavy text are you meaning, don't use a lot of text?

Craig Cannings : Yes Robin - thanks for clarifying

Craig Cannings : the Special Bonus has to be great!

Craig Cannings : When we first launched VAClassroom a couple years back, we did a squeeze page and offered a free bonus, 10 SureFire Marketing Strategies to Kick Start your Business in 2008" - I spent a lot of time of that piece of content as I really want to build some credibility and just add value to the subscribers

Craig Cannings : So, must have great bonus

Craig Cannings : Element #5 - Visible and easy access Sign-up form

Craig Cannings : Make it clearly seen and above the screen fold - visible at first glance

Craig Cannings : I typically ask for First name and Email addy

Craig Cannings : Then below in bold, I give reassurance with "your email WILL NOT be sold or shared with any other company. Your privacy is VERY important to us..

Craig Cannings : You would be surprised psychologically how important that one statement is.

Craig Cannings : Element #6

Craig Cannings : Keyword Rich Content

Craig Cannings : The beauty of pre-launch a product is that you can kick start the SEO proccess for that product site

Craig Cannings : So, we will be intentional on select the right keyword to insert in title, meta data, sprinkled in content, so that we can get found in the SEs..

Craig Cannings : Element #7 - Effective Use of Auto-responders

Craig Cannings : This moves into Service #2 you can do for clients:

Craig Cannings : Set-up and Manage Autoresponder series through Aweber, 1shoppingcart or another tool

Craig Cannings : FYI, here is a squeeze page to refer to while we are talking: http://www.vaclassroom.com/socialmarketing/

Craig Cannings : So, you might work with your clients to integrate the autoresponder code and create the list fo the particular pre-launch campaign. Now, you will have to be comfortable with one of these tools like Aweber and 1ShoppingCart (two most popular tools)

Craig Cannings : I typically will provide the content for a 5-7 autoresponder messages and my Product Launch VA sets it all up..

Craig Cannings : The autoresponder is crucial to build rapport AND buzz of the upcoming launch

Craig Cannings : I have two main goals when writing autoresponders....

Craig Cannings : 1. Share great and relevant content

Robin : Could you elebrate more on what you mean about providing content for 5-7 autoresponders? I know what an auto responder is, so are you saying you set up 5-7 in one prelaunch?

Craig Cannings : 2. Increase anticipation for upcoming Product Launch

Craig Cannings : It is important to remember that your client's product launch is a "red carpet event" - needs to be treated as one - everything is intended to create buzz for that big launch day

Craig Cannings : Robin, great question.

Craig Cannings : Okay, let add a couple more details - hard to get them all with type chat -lol

Craig Cannings : Typically a product launch should be anywhere from 1-3 weeks

Craig Cannings : pre-launch I mean

Craig Cannings : I typically do 2 week pre-launches

Craig Cannings : leading up to a big event and the actual launch day

Craig Cannings : During those two weeks I would usually share an autoresponder message almost every other day...

Craig Cannings : you don't want to oversaturate your content, but you also want to keep them engaged

Craig Cannings : Again, if the autoresponder is relevant and add value to your subscribers, then all is good

Craig Cannings : So, autoresponder set-up skills is a crucial service you can offer clients..

Craig Cannings : We could talk a lot about auto-responders, but time is ticking

Craig Cannings : Service #3 - Setting up Blog

Craig Cannings : Now, this might not apply to ALL product launches, but MANY busineses are seeking the value in creating a blog to support their launch and then continuing it after...Or they might already have a blog that they would like to use with the launch

Craig Cannings : Let me give you an example:

Craig Cannings : When we launched VAClassroom, we built a squeeze page, so when people confirmed they received a "Verification email" - when they clicked "confirm subscription", it directed to our blog site, which had a relevant article...Why did we do this?

Craig Cannings : We wanted to faciliate interaction with our target audience

Craig Cannings : We want to provide them with a place where they could share their insights, problems, business obstacles...

Craig Cannings : This is what is called "Social Proof"

Craig Cannings : You create a relevant blog post that share great content, but also speaks the importance and value of your upcoming product

Craig Cannings : I could talk about the value of blogging all day long, but it can be a crucial part of the pre-launch process. So, some of you may have a Word Press Blog Site and can set that up for your clients OR as the Product Launch VA, you might just coordinate the project as opposed to implementing the blog yourself

KMG Solutions : This makes perfect sense

Craig Cannings : Okay, so we have a squeeze page, autoresponder series, blog, what's next....

Craig Cannings : Service #4 - Webinar/Teleseminar Set-up and Coordination

Robin : I love the idea of a verification email!

Craig Cannings : Many businesses are leveraging the power of a virtual event to connect with their target audience at another level and use it as a platform to release their product - very smart

Craig Cannings : So, one the launch day, some will host an event. This will require Webinar and Teleseminar support - setting up the technology, moderating, and making sure all is going well.....

Craig Cannings : In fact, this leads to our next service which is Social Media Marketing Services

Craig Cannings : Many Product Launch Events will now strategically use Twitter and Hashtags (#TGVA09) as a further way to increase their reach and stimulate more discussion during their product launch event

MIM Enterprises : do you have preferences with certain webinar technology?

Craig Cannings : In fact, I just did this with a product launch today - set-up a hashtag in Twitter and has some nice stream of content going through Twitter during our call - enhanced the interaction big time

Craig Cannings : Webinar technology - good question....

Craig Cannings : Glance.net and GotoWebinar are my two favorites - both have their pros and cons, but more stable than others..

Craig Cannings : Teleseminar - instantteleseminar.com and freeconferencecalling - good as well

Craig Cannings : So, to finish out here...

Craig Cannings : The final services you can coordinate during this pre-launch component in the Internet Marketing Activities - let me share a few examples....

Craig Cannings : Social Network - tweets, updates in Facebook, LinkedIn about the squeeze page, upcoming event etc... something of value and non-sales pitchy

Craig Cannings : Again, back to the marathon example.... this would be a great opportunity for that person to join specific social networks to reach out to the right kind of audience - that is the beauty of a squeeze page

Craig Cannings : You are not selling them anything - just giving away free content - this is the trust factor

Craig Cannings : Other activities you could help them do.....

Craig Cannings : Build a Facebook Fan Page, Create a Facebook Event

Craig Cannings : Submit a Press Release

Craig Cannings : Create a YouTube Video Series - very smart - drawing traffic to the squeeze page

Craig Cannings : Connect with other industry-related bloggers to blog about your upcoming product

Craig Cannings : Build an Affiliate Program

Craig Cannings : Connect with Affiliates to start sharing about the launch with their audience. With program like 1ShoppingCart, you can run both your autoresponder, eccommerce and affiliate activities out of one place - that's what I use

Craig Cannings : Article Marketing...

Craig Cannings : Some business might create 10-15 articles related to their product and blast them out a few weeks before the launch - smart idea as well.

Craig Cannings : So, what I have discussed today is just the tip of the ice berg - the pre-launch phase, then there are all the activities involving the day of the launch and then what do you do once the product has been released - so much to consider... I will stop there - any questions or comments...

[Continued in next post...]

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KMG Solutions : Great information!

crystal_parrett : Lots of good info. Thanks!

Bee Bolder : Thank you so much!

ladydianab : sadly, most of the businesses that I have contact with are completely uninformed about the possibilities you have presented.

Seaboard Consulting : Thank you

ChristinaVOS : Great info- will come in handy for our luanch

ChristinaVOS : Thanks

Yolie : Thanks, very informative

Craig Cannings : Early in the New Year, we are going to be launching a program called "The Product Launch Support Specialist" - we will basically offer a blueprint for helping your clients navigate the pre-launch, launch and post launch phases for their products

At Your Virtual Door : Lots of info to take in but good information

Robin : Yes, one question. You mentioned about offering a FREE preview call. Could you discuss this a bit?

ladydianab : I would first have to get them on board with such strategies. Most don't see or feel that they need to do this.

Craig Cannings : Feel free to connect with me anytime via Twitter @vaclassroom - or just visit us at www.vaclassroom.com - always open to answering any questions!

Craig Cannings : Robin, a Free preview call is an opportunity to give your target audience a sneak peak into your new product and to share some great content with them

At Your Virtual Door : thanks so much Craig

Craig Cannings : and then lead them towards your offer and subsequent product launch

Robin : Ok, great....talking about the product specifically, not your business. I understand. Thank yoU!

crystal_parrett : Kind of like what you did today, right?

Craig Cannings : Yes, but I really don't have a specific offer for you right now - just content

crystal_parrett : Right, it was great, and kind of gives an idea of what you could do in a teleseminar. Thanks

Craig Cannings : hope this has been interesting

At Your Virtual Door : Yes creating buzz for the Product Launch program next year -

ChristinaVOS : gave me alot to consider

At Your Virtual Door : Content is also relevant and useful

Bernice : Thank you Craig!

Craig Cannings : Again, I would say only a small % of businesses do product launches well - the rest struggle and need some support - to have those specialized skills could come in handy for them...

walkerva : Do you know when you are launching this course yet?

Craig Cannings : Thanks Tess and Jo-Carole for the opportunity to connect with you all - a pleasure for sure!

Your Virtual Wizard : Just curious...what do you use to create your Sq Pg videos?

Craig Cannings : February 2010

Craig Cannings : I use Camtasia - www.techsmith.com (Camtasia 6)

ladydianab : I have my work cut out for me!! Thank you for all your information, much appreciated

Craig Cannings : For my Screen cast demos

JoCarole : Thank you Craig!

Your Virtual Wizard : very nice videos. smooth-looking. Thank you, Craig. I took many notes!

jlanham : Thank you!

Craig Cannings : Thanks everyone - if you are launching products and need some advice, again drop in a note Twitter - I am on there quite a bit these days

Robin : Wonderful information Craig! Thank you for spending time with us.

Craig Cannings : Enjoy your evening - hope to connect with you again in the near future - all the best!

ChristinaVOS : I may take you up on that Craig

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Wow, Tess, I didn't expect this up till next week! Thanks so much for the rush job, really wanted to look at this when I had some time You are awesome

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JoCarole
http://www.shoreofficeservices.com

I was really sad to miss this yesterday, and so - like Jo-Carole - am thrilled to see it up so quickly! Thank you, Tess, and Craig, of course! Nothing but the best ...

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Mary H. Ruth/Virtual Writing & Communications
http://www.writingVA.com

Given that this course is launching next week, we thought we'd give this archived chat a bump!

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